You need to understand this. Apple just didn't want to "copy" the S3
Seriously, it's a decent upgrade, but not more. I've never had an iPhone and probably never will, but I know the devices well enough, because a lot of people i know are using them. I must admit, design-wise, I like them more than the Samsung or HTC devices I've been using over the last few years but what I absolutely dislike with a passion is Apple's control freak mentality. Not implying Google is so much better in this regard, but as a matter of fact, Android devices still give you so much more freedom.
I find it a bit amusing to read all the whining about the missing "Wow" factor in the 5. Ask anyone of the complainers what would define this wow factor for them. I bet, there won't be that many useful answers